How content decay delays business growth with Nate Turner

March 15, 2023
Content Logistics | Content Marketing | Marketing Strategy | Search Engine Optimization

Episode Summary

In the episode “How content decay delays business growth” of the Content Logistics podcast, Nate Turner, a seasoned content strategist, discusses the various factors that can cause content to become stale. These factors can be internal, such as product updates, or external, like competition. Turner emphasizes the importance of regular content monitoring and making it part of the monthly planning process. He also suggests keeping a close eye on high-performing URLs that generate significant traffic and revenue. To identify content approaching decay, Turner recommends a mix of qualitative and quantitative analysis, including reading the content and checking for loss of impressions. When content has gone stale, Turner advises reevaluating the SERPs where losses are occurring and considering the potential for internal competition. He uses the example of overlapping queries on Twitter Analytics at Sprout to illustrate how internal competition can confuse search engines and make ranking difficult.

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